HT, TOI, others ink deal to start ‘One India Medianett’?

01 Apr,2014

By A Special Conespondent


New Delhi, April 1, 2014: In a move that has been welcomed by several brands and party organisers, it is learnt from reliable sources that newspapers like Bennett, Coleman and Co Ltd and HT Media Ltd are getting together on a special project.


It may be recalled that since 2005, the year when DNA was launched as were Mumbai Mirror and HT’s Mumbai edition, the two New Delhi-headquartered news media groups have got together on various projects. The HT’s print facility has been used by TOI. Then there’s a no poaching agreement between the two organisations so if an HT journalist had to join TOI, there would have to be interim employer in between. HT ads have appeared in TOI and vice versa. So while there is intense competition on the ad sales and editiorial front, there’s friendship too.


Last week, HT Media and a few other top newspaper brands like Hindu and ABP got together to launch One India (not to be confused with the website company run by BG Mahesh and majority-owned by Rajesh Jain, now affiliated to the BJP). Many media planners, buyers thought it was a brilliant idea with pedigreed B-school graduates several thousand crores of adspend budgets appreciating the innovation of these media managers to create a pull for print.


Buoyed by the success of this initiative, the high priests at a leading newspaper group had a whirlpool of an idea. Why not look at a combined deal for paid-for, promotional content.  Feelers were sent to competition, and after some reservations, a deal was struck so as to attract advertisers and individuals who appear on the party pages without paying. A formula has been hammered out, and the feature is likely to be announced soon.  This will be done at a tony nightspot in Mumbai and Delhi and will be held at no cost to the media organisations in question as the costs will be offset against free content space in the papers.

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